Project Overview

Central Park is a high-end property development in Malvern East, located directly opposite Central Park. The brand direction conveyed this close proximity to the park, inspiring future residents to embrace nature within their homes and lifestyles. The homes were designed by celebrated architects Ewert Leaf, and are complete with high-end finishes and custom pieces to create a truly unique living experience.

The brand featured a hero tree image with overlapping leaves, evoking a stirring mood and establishing a direct connection to the park. Balancing this with a pared-back colour palette and charming illustrations, the direction is flexible across the project’s range of applications, from small scale print pieces to large scale street signage.

Project Commissioner

Roulston & BuxtonGroup

Project Creator

Earl.St

Project Brief

Earl.St were approached by Roulston – experienced leaders in Melbourne property development – to bring 18 grand residences to life in a unique, parkside location. We were tasked with creating a powerful and innovative marketing campaign that targeted downsizers and those looking to enjoy large homes amongst an outdoor lifestyle, all within arms reach of Melbourne CBD.

Through close collaboration and discussion, we decided the project’s unique selling point was the idea of the ‘park on your doorstep’, which we then looked to capture in the brand. We also placed a strong focus on the local village lifestyle that this pocket of Malvern East affords. We were to apply this direction across a full suite of collateral, including sales brochures for print and web, eDMs, street hoarding, direct mail, press and online advertising.

Project Innovation/Need

Proximity to the park was illustrated through leaves overlapping in the brand, both still and animated. In print form, the brochure was wrapped with the lush greenery of a feature tree in Central Park, whilst on web, the leaves gently moved across the brand. The street hoarding can be viewed from the park itself, designed with large-scale illustrations of people enjoying their parkside lifestyle.

The local village of Malvern East wraps around the park, similar to the neighbourhood and lifestyle of Central Park in New York City. To hero this key feature of the project, we commissioned aerial photography and panning drone footage from all angles of the park and the project location. This was featured in both print and video form, drawing parallels to New York City’s counterpart. Additionally, detailed illustrations were used to capture the wider park location and village, highlighting the community spirit of the area as well as the shopping and dining delights on offer.

Design Challenge

A challenge for this project was to capture the park in its best light, when the trees were most green and full – difficult to achieve in the winter months when we commenced work on this project. It was a patient waiting game, hoping for the weather to improve so that we could take impressive photos of the park. Ultimately, these concerns were to ensure that the campaign had an impactful marketing presence to make a lasting impression on future buyers in the highly saturated high-end property market.

Effectiveness

Through a staged release of the marketing material, the project had promising engagement from the initial pre-launch of the project to the full launch. Positive enquiry has also been sparked from the street hoarding. The client and sales agent are thrilled with the project’s creative and resulting print collateral – a tangible, beautiful and functional representation of the project and its many features.